avoid the “thud!” or: how to deliver products people actually want
TRANSCRIPT
Avoid the “thud!”Or: How to deliver products people actually want
Jenny Shirey | Trustpilot | November 16, 2016
Hello!
DISCOVERY
Before
Then Marty Cagan came...
“It is from getting to know people, and digging with each of them into their
underlying needs, that we get the insights necessary to inspire great products.”
–Marty Cagan
Then Marty Cagan came...
What is Product Discovery?
Answering 4 questions...
Will they use it?
Will they use it?Can they use it?
Will they use it?Can they use it?Can we build it?
Will they use it?Can they use it?Can we build it?
Can we support it?
© Marty Cagan
PM
TL UX
ENG
ENG
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Productteam
PM
TL UX
ENG
ENG
ENG
Productteam
© Marty Cagan
LEARNING FROM USERS
A few myths...
“I don’t have time tobuild a prototype / recruit / prepare / [fill in the blank]”
Sketching concepts
Finding 3-5 people and showing concepts
Synthesize feedback / decide
2-3 hours
3 hours
1 hour
Total time 7 hours!
Concept testing
“User research must be done by a trained UX expert”
Don’t Make Me Think
Steve Krug
Interviewing Users
Steve Portigal
The User Experience Team of One
Leah Buley
METHODS TO TRY
Guerilla interviews
(Guerilla, not gorilla)
What
Questions designed to give you insights
Why
Learning about pain points, needs, desires, processes, environments
Why
Observing actual behavior
How
Prep > Find > Listen > Observe > Reflect
© Citrix
Include image here
Don’t assume
Tip
Tip
Storytelling rules “Tell me about the last time you…”
Tip
Silence is ok
Concept speed dating
What
Sketches, storyboards, videos, prototypes
Why
Does it make sense? Is it useful?
How
Sketch > Show > Listen > Clarify
Tip
Introduce neutrally “I didn’t make this”
Tip
Play psychologist “What do you think it does?”
Tip
Show, don’t sell
Tip
Focus on usefulness
Quick & dirty usability testing
What
Users complete tasks, “thinking out loud”
Why
Identify issues & confusions before building
How
Plan > Observe > Ask
Tip
Don’t lead the user “That seemed easy!”
Tip
Observe, don’t help
Tip
Ask questions to verify “I noticed you did xyz. Why is that?”
AFTERWARD
Be nice and share
About
Emotions / Beliefs
Things they do
Quotes
Make it a habit
Remember...
User research isn’t about people telling you
what to build...
...it’s about learning, gaining empathy, and
identifying potential needs
Thank you!
@seejennydesign | jennyshirey.com